Description

Ninety-one percent of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant product offerings.1 However, according to a survey done by Accenture, consumers feel their digital experiences are falling short of expectations.

As customers’ preferences continue to evolve, it’s essential for businesses to generate value through customer-centric digital marketing strategies, and effectively use various digital marketing channels and tools to enhance performance.

The Digital Marketing: A Strategic Perspective online program from the Yale School of Management Executive Education empowers marketers and business professionals to transcend silos in their organization and lead integrated, marketing-related digital transformation. Over the course of eight weeks, guided by Yale School of Management faculty, you’ll explore how social media, SEO, content marketing, mobile technologies and other key digital marketing tools can be leveraged to create and extract value for your customer. You’ll also consider how analytics and experimentation can be used to reveal opportunities for strategic innovation, and be analyzed to inform evidence-based insights.

Explore the process of digital transformation, and discover how to integrate marketing insights into the greater strategic objectives of your organization.

What to expect

Use analytics, data, and experimentation to identify opportunities for digital marketing innovation

Explore the potential to create and capture value in the customer journey, and how to best guide consumers with content marketing

Experts

Professor Shin’s research focuses on analytical modeling of strategic interactions between firms and consumers; in particular, consumer search theory, advertising, pricing strategies, and CRM. His current work in communication strategy investigates (i) the role of vague messages and offers novel ...

K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. He leads the data-driven consulting and research collaborations with a range of Fortune 500 companies at the Yale Center for Customer Insights.
Sudh...

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